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Common mistakes with video ad serving

There are many different ways to promote a business nowadays, but many people agree that video ads are considered near the top of the list. The ability to go into details about a product or service, while also showcasing what it offers, in a short amount of time, makes video ad serving a very attractive way to get the word out to consumers. The problem is that advertisers think that putting together a video and getting it out there is a guaranteed success, but that is not the case at all. If you are considering using video ads, then there are some mistakes that need to be avoided at all costs. Let's take a look at some of the more common errors and how to avoid them.

Using a poor script

A sleek looking video is great, but it is also nothing without an accompanying script that is interesting and filled with useful information. The mistake that a lot of new video advertisers make is believing that the images within the video are all that they need to make a sale. While it certainly helps, you also need a script that is clear and to the point, as well as being informative and entertaining. You can think of a video ad as a short movie that tells a short 30-second story. Storytelling is an art and not an exact science so there are different ways to present your products and services. It can be serious, funny, entertaining, educational, or even quirky or weird. You can start with your goal, what you are trying to achieve with video ad serving. Then think about your target audience and how to capture their interest. Are they more likely to respond to a serious tone or a funny story? For example, jewelry or wedding-related ads often have a serious tone because it is safer to stick with a traditional approach than going wild that might strike the wrong tone and be viewed as a lack of professionalism.

A poor script without a clear message can even lead to consumers being more confused about what it is you are trying to sell. Imagine a story that is missing the starting point, some details in the middle or the ending. The missing part can be intentional or unintentional. If it is on purpose then the ad can trigger the viewer’s curiosity and response. On the other hand, it becomes an expensive overlook because viewers are unsure what to make of the ad or wondering what they just watched.

Going with the hard sell

Another common error is going with the hard sell in a video ad as opposed to letting the product speak for itself via a solid script and great imagery. For example, if the spokesperson keeps asking viewers to call a number or visit a site repeatedly without presenting enough useful or interesting details about the product, that is going to turn off viewers. They have seen enough of these pushy ads to quickly figure out what is going on and simply skip or ignore it. If the video ad is entertaining and informative, there is no need to constantly hit the viewers over the head with a relentless sales pitch. A good video ad delivers the important details about the product or service in a way that is acceptable or even welcoming by the viewers. In this case, a call-to-action at the end of the video is really all that is needed to finalize the offer.

Part 2 - Wrong focus, unknown performance and repeated viewing

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